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1 2 InSITE STORY RETAIL INTERIORS

Retail stores and shops have a remarkable ancient history, dating back to antiquity. A creative

and commercial discipline, retail design, brings together several constructs of interior decoration,

industrial design, ergonomics, visual merchandising and communication. The many aspects involve

creating engaging thematic experiences, mindfully charting spatial cues to entice the consumer to

purchase and interact with space.

Retail designers are required to have an acute awareness of the context, the brand sensibilities and the

merchandise to create nonpareil environments, with elements and features that respond to the dynamics

of the brand. In India, the domain is going through a paradigm shift, with the onset of technology, global

aesthetics and consumer-centric value proposition. Designers are evolving finer nuances regarding

planning, lighting, materiality and branding, all adding to an unforgettable ambience.

The architecture of urban bazaars works on a scheme of a mélange a leitmotif for such programs, introducing a ride through spaces and experiences that are controlled and enhanced through architectural forms and materiality. The visual medley produces an architectural scenario for the activity of leisure and pleasure, an indulgence in shopping as well as the feeling of partaking in actions related to craft and culture. It creates an urban scope that inserts itself within a different reality like in an amusement park, a bubble of reality within the everyday reality of the city outside. Its program facilitates activities of leisure, recreation and an indulgence in food and sociocultural celebrations and encourages shopping that supports livelihoods and keeps alive the legacy of arts, music and crafts.

Infusing the Traditional with Contemporary BAZAAR + CRAFT + CULTURE + CUISINE– Sourabh Gupta (Studio Archohm, Noida)

Sourabh Gupta

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ExpEriEncE Exciting & Enticing

Retail Environs

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Lucknow, itself the nerve centre of the Awadh region in erstwhile times and now as the state capital is a throbbing cultural hub, making it a fitting place to host a socio-cultural institution as the Awadh Shilpgram. Giving an opportunity to artisans to interface with the buyers-the ordinary people not only provides economic impetus but also acknowledges the calibre and accords dignity to this humble section of society.

Awadh Shilpgram is an elliptical form evolving organically from the interactive spirit of people enables a smooth corner-free circulation; narrowing down while spiralling inward, and emulating the density and vibrancy of the antiquated Lucknowi Bazaars. The layout has evolved organically from the commercial, cultural, social and leisurely interactions of people. Light, air and circulation through cross-ventilation further add a dimension of comfort to the design, and its articulation has been realised through a contemporary interpretation

of traditional elements such as grand arches. Correspondingly, the indigenous stone-clad pattern work jaalis mounted on a steel frame carry the motif theme of traditional crafts as ‘Chikankari’ embroidery. The built environment thus is an interpretative collage, contemporary yet rooted in history and the unique traditional architecture of the Roomi Darwaza and Imambaras. With nearly two-hundred craft shops of which some are air conditioned, craft courts, a dormitory hostel, an auditorium, and a food court with stalls serving cuisine from different states, Awadh Shilpgram indeed provides generous facilities to visitors and artisans. The unique concept along with the form, scale, materials and elements that render the architecture give an iconic building to the ‘City of Nawabs’.

Reiterating the importance of cultural centres in the historical context of Dilli, through its progressive identity, in tune with today’s times is the well-knit six-acre complex, Delhi Haat, Janakpuri branded as ‘Haat Beat’. It bonds the overall functional program of formal and informal shops to sell crafts and celebrate culture with an underlying layer of music as a theme, differentiating it from the

1. The elliptical complex is an integration of craft shops, craft courts, performance areas, food courts and other facilities

2. The grand arch is reinterpreted as a skin to the inner face of the buildings in a contemporary style with continuous access beneath it

3–4. The architecture in essence gifts an iconic sociocultural institution employing a vocabulary that is contemporary and functional yet rooted in history

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It creates an urban scope, a bubble of reality within the everyday reality of the city outside


Sourabh Gupta graduated in Architecture, magna cum laude from the esteemed School of Architecture, CEPT University, Ahmedabad. Subsequently, after a stint in Urban Design at the acclaimed architecture faculty of TU Delft, Netherlands, Sourabh started his professional practice, Studio Archohm. Having won and executed a series of design competitions and commissions, today, Archohm’s portfolio has a mix of typologies, scales and sectors of architectural works. With a mandate focused on design, Archohm has successfully diversified into an array of allied fields of infrastructure, urban planning, furniture, product design and design research.

[email protected] www.archohm.com

already thriving cultural jamboree of the Delhi Haats in Delhi.

Efficiently planned free-flowing open spaces bind various activities at the two levels with an indoor, well-equipped auditorium for formal concerts and an informal open-air amphitheatre, a multi-purpose, multi-scaled exposition hall for exhibitions and seminars, inviting an exuberant gathering of budding musicians and music lovers. A set of four bamboo basket-like forms house a music museum, a music store and music workshop space along with tourism offices and cafes. A large, air-conditioned food court extends into shaded courtyards, also present is an independent fine dining with an extended banquet facility. Built in natural stone masonry with advance tensile canopies the outdoor craft shops, craft shops to hold artisans’ workshops and air-conditioned shops, arranged in clusters, have been created in a circular plan to bring in the required sensitive adaptations of malls, markets and bazaars. Dilli Haat, Janakpuri looks at the material

spectrum, as an eclectic mix of a modern and traditional palette. Indigenous stones such as Kota stone, slate and local Delhi quartz stone, bamboo for structures shading, screens and sculptures coupled with contemporary mediums of steel all in all juxtapose themselves aptly in the predominantly green complex.

Both the design solutions, therefore, are a conversation between the past and the present, an acknowledgement of the traditional and its adaptation in contemporary times, in concept and construction. •

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5. The green and paved open-air amphitheatre atop the high capacity state-of-the-art auditorium

6. The bamboo basket forms a backdrop for open shop spaces connected with small green patches and paved allies

7. The exposition halls are three linear vaults of ascending widths in plan

8. Experientially intimate and grand, this traditional ‘haat’ of contemporary times is an earthy play of colour and texture


1. The big circular opening in the front elevation cast in concrete with fixed glass

2. The Indigo and White ceramic mosaic pattern vertical wall, blue Galicha tiles complimented by white mosaic tiles create a subtle fusion between Modern Contemporary and Moroccan style

The biggest challenge in this project was to make 1705 sq. ft. jewellery showroom look grand and exclusive. We wanted to make this project look seamless and thought of creating a flow. Though the place was considerably small, we were able to work with the floor heights and ended up adding a mezzanine level, resulting in a showroom that sits elegantly in the business hub of Vadodara, on the R.C. Dutt Road, Alkapuri.

Moroccan architecture mesmerised our sense of designing, and thus we planned to take inspirations from it and follow its design principles. “BOLD MINIMALISM” was the mantra that we chanted. We wanted to create a subtle fusion between Modern Contemporary and Periodic styles. We planned to work more over the elevation as it comes in direct contact with the viewers on the main road, with the goal to capture eyes. There is a big circular opening in the front elevation cast in concrete, with fixed glass, best for trapping northern lights.

Functionality was our prime priority and had to be highly taken care of. Because it falls under the retail segment, we were occupied in throwing light over the business cycle and its success ratio. The counter heights, display area, storage and other essential functions followed the standard anthropology. Certain specific displays were customised by having a simple grey backdrop with optimum lighting and minimum design elements, which would only highlight the product displayed, strategically maintaining the focus on the showcased jewellery.

In order to make it look grand and royal, white colour was used in overall

Jewellery Showroom adorned with Moroccan Minimalism – Dipen Gada (Dipen Gada & Associates, Baroda)

Dipen Gada

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BOLD MINIMALISM” was the mantra that we chanted


interiors, accompanied by Indigo blue. Blue Galicha tiles enhance the flooring complimented by the use of white mosaic tiles. Inspired by the Moroccans, minute details have been worked out and crafted sensitively over MDF, later on, topped with white wall paint amid

the overall colour palette containing the grey of exposed RCC, white and Indigo blue.

The main USP of the project is a vertical wall, customised and designed with Indigo and White ceramic mosaic patterns. With the help of superb workmanship, we have been able to produce the idea, which was on paper up until the execution level. A wall adjoining the staircase houses some of the most beautiful and antique wooden frames thoughtfully chosen to embrace the interiors. The tapestry of the chairs and sofa has also handpicked thoughtfully to enhance the colour scheme along with the artefacts that add to the royal touch and elevate the experiential journey from the ground floor to the mezzanine level.

The elegant chandelier hanging above

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the entrance foyer is customised from brass and light fixtures with handmade glass, directly complimenting the items showcased in the showroom. Owing to the sensitive play of lights, the products are highlighted and brought to focus. In-spite of having space constraints, we were able to provide functions such as cash counters, owner’s cabin, accounts cabin, toilet, pantry and a strong room.

After completion of this project, we were able to add one more feather to our cap of success. It gives us immense pleasure when we see our client satisfied and contended. •

The principal designer and founder of the firm Dipen Gada & Associates (DGA), Dipen Gada holds a Bachelor’s degree in Civil Engineering from M.S University, Vadodara, Gujarat. Since its inception in 1993, DGA evolved from an exclusive interior design firm to a civil and architectural planning firm and attained the position as one of the respectable and admired firms of India with an aim to leave a Global footprint. The work of DGA is regularly featured and has made an appearance in more than 100 National and International design journals and magazines. The practice has won accolades from many eminent affiliations like IIID, VM&RD Awards, Artist in Concrete Awards furthermore, Dipen Gada also headed as the Chairperson of IIID, Vadodara Chapter from the year 2006-2008.

[email protected] www.dipengada.com

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3. Custom displays having a simple grey backdrop with optimum lighting and minimum design elements focus on the showcased jewellery

4. The customised elegant chandelier hanging above the entrance foyer

5–6. The tapestry of the chairs and sofa and the artefacts add a royal touch both to the ground floor and the mezzanine level


The modest space of 650 sq. ft. modest space is celebrated with an accentuated idea of the arched windows with drapery of the by-gone era, which is represented in the most quintessential form, the “Arch”. The strong geometry of an arch articulated in a modern dialogue creates the setting for a dramatically themed display. The challenge, however, was to utilise the space to its full potential in terms of the exhibits. Hence the design was planned to juxtapose the elements on display with the interior layout making it a seamless.

The clients for AD RETAIL are wholesalers in the fabric industry, a second-generation family run business that is moving into the retail sector. The design brief was to break away from the stereotypical format and ‘Arrive’ into the retail market with their first store. The upbeat and contemporary spirit of the AD boutique had to be expressed in their new flagship store nestled in the heart of Bangalore city.

AD Retail Design: Articulation betwixt Arches – Akshay Heranjal (The Purple Ink Studio, Bengaluru)

Akshay Heranjal

1. 3D render of the strong geometry of an arch articulated in a contemporary setting for a dramatically themed display

2. The ornamentation adds to the natural and modernistic design

The design is exemplified with the use of both modern and traditional materials in the palette. The arch is entirely structured in wood and finished to appreciate the natural grains while it takes the colossal monolithic form to hold the complete interior space together. The walls constructed in exposed wire-cut bricks along with the floor, walls and part of the display furniture in exposed concrete finish are rugged elements within the space which respect the true characteristic of the material. Although the overall material palette is natural and

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The strong geometry of an arch articulated in a modern dialogue creates the setting for a dramatically themed display


3 The interior space seamlessly weaves the spaces juxtaposed with the materials on display

4–5. The design is exemplified with the use of both modern and traditional materials in the palette such as wire-cut bricks and furniture that responds to the elements of the by-gone era

modernistic in approach, the furniture responds to the elements of the by-gone era and adds in a display of colour and a tinge of ornamentation to the overall design scheme.

The interior space breaks up fluidly into waiting, meeting and display areas, each of which carefully weaves the materials on display within the interior design dialogue allowing the shopper the freedom to get a look-and-feel all around the retail space.•

Akshay Heranjal is the Co-Founder and Principal Architect of ‘The Purple Ink Studio’, Bangalore. The Studio was started in 2011 with the ideas of two individuals who strongly believed in their respective design concepts and had nurtured the feeling over the past couple of years. Considering that both Aditi and Akshay came from different architectural backgrounds, one being extremely rational, aesthetic yet responsive and the other that is based on strong responses to nature and inclusion of natural elements in design, the studio has had passionate influences of both and sees a continuous evolution in exploring the best of both worlds.

[email protected] www.thepurpleinkstudio.com

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1. Viewed both from inside and outside the showroom is an amalgamation of materials in space highlighted by the brilliantly conceived ceiling

2–3. Lacquered glass, teak wood, granite tops and metal details deliver a spectacular spatial, visual and interactive play of the design language

Radiance Kitchen Studio recently introduced its inspirational new brand centre and store in the heart of Nashik city. Taking cognizance of all requirements, the brand Kitchen Studio makes a rather bold and conceptual architectural statement, through their designs.

The recently realised 2500 sq. ft. project helped convert an existing residential flat into a kitchen studio employing an ultra-modern design vocabulary throughout the space by implementing challenging ideas such as a gigantic fabric ceiling structure adopting the building principle, which in turn resolved the issue of the of the existent low height ceiling. The design idea integrated provides a breath-taking canvas, delivering a spectacular spatial, visual and interactive play of dramatic spaces for the staging of promotional and artistic displays that, viewed from both inside and outside, at a special location.

The spatial configuration allows for an inviting interaction with the products in a unique and memorable way through both physical and technological elements, thus making the space a walkthrough where one is acquainted with the displayed kitchens experientially. The tailored environment depicted through product layouts; provide detailed information including features and specifications.

The NDTV 2017 jury award-winning Kitchen Studio has been designed around the philosophy that kitchens are a truly personal cum social space; hence the diversity in kitchen design should flow as smoothly as the people who cook and spend time in them. A variety of materials playfully amalgamate into a fine splendour like lacquered glass, teak wood, granite tops and metal details all flowing well into the design scheme and the brilliantly executed ceiling, in

KITCHEN STUDIO: Industrious Interior– Chandrasekhar Patil (Design Forum Architects, Nashik)

Chandrasekhar Patil

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The space seamlessly blends architecture, aesthetics and technology to create a unique visual feast


4–5. Live walkthrough kitchens styled with décor elements provide detailed information on specifications and features

6. The space so planned creates a seamless concoction of architecture, aesthetics and technology

Nashik-based Architect Chandrasekhar Patil, an alumnus of Bharti Vidyapeeth College of Architecture, established Design Forum Architects in 2006. Respecting Nature and sustainable developments have always been an integral element of firm’s approach with consciously directed efforts towards the application of natural resources. The firm has received many accolades such as the Winning entry for the seventh cycle of World Architecture Award and the National competition – Low-cost housing (UP).

[email protected]

powder black truss structure is visually striking even from the exterior of the studio.

The space, as planned offers another attraction, seamlessly blending

architecture, aesthetics and technology to create a unique visual feast, which incorporates various modular kitchen types under one big roof. •

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In retail projects, the in-store experience goes a long way in defining the brand equity. The Apollo Hospital Outpatient Pharmacy relooks at the austere hospital experience, during which, patients and relatives need to make necessary stopovers at the pharmacy to purchase prescribed medicines, with an imperative that the design must be easy to locate, visually transparent and encourage intuitive navigation. Whereas, IndiHANDS, is a lifestyle product & accessories gifting brand, whose proposition is based on making calibrated design interventions in existing Indian crafts, working in unison with artisans with diverse attitudes towards materials and techniques. While the patrons enter into a world of handcrafted objects, crafts enter contemporary lives through this unique construct.

Thinking Human-centric-experience & User-value-proposition in Retail Design– Harsh Manrao (Figments Experience Lab, Pune)

Harsh Manrao

OUTPATIENT PHARMACY, Apollo Hospital, Hyderabad Devising to ‘De-pharmacies’.

To provide an ease of access the hospital operated nine over-the-counter segmented pharmacies in their flagship property, which turned out ill suited; consequently, the brief evolved into developing a conveniently located central pharmacy.

Design triggers such as ‘PHARMACY’ in giant letters on the façade and the visibility of prescription counters from outside are employed to channelize customer decision-making. Inside, the entire space is legible from any point in the store, with an intuitive navigation and personalised communication touch-points that have a comforting conversational tonality, coupled by

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In retail projects, the in-store experience goes a long way in defining the brand equity


1. The design is aimed to ease stress and create opportunities for meaningful interactions in an intelligible environment

2. Muted colours, materials, textures and the brilliance in lighting makes the store shine forging an uplifting experience

3. Industrial production techniques have been modulated at the craft level to form interesting details and unique forms

easily identifiable iconography. The transparency in movement behind the racks reassures swiftness combined with efficient turn-around time at the five counters and an express desk, entails availability and encourages walk-ins. To better utilise the waiting time, a self-browsing shop-in-shop caters to healthy lifestyle choices ranging from vitamins & supplements to health foods & drinks.

Given the diversity of the target group, the interior fitment design has been kept simple and non-intimidating, with a ubiquitous material palette, built out of pre-laminated board, PVC edge binding and tinted glass. The unique aesthetic construct is exhibited through interesting detailing and materials articulation such as in the tilted profiles of the counters, reinterpreted predominantly to create a design language, the unique form of the waiting bench and the glass fins & fabric ceiling. Within the muted colours, materials and textures, the brilliance in lighting makes the store shine, triggering a primordial connect with being healthy reinforced by the refraction and softening effect by the ceiling.

Today, visiting the Pharmacy is an uplifting experience. Every touch-point in the visitor’s journey enables interactions that go beyond servicing prescriptions, to a more meaningful exchange around life, health and holistic well-being.

IndiHANDS, Pune, MaharashtraPutting Spirit into Matter

‘Crafts, touch-the-earth-lightly’, was the defining principle to be embodied into the retail experience right from inception. Thus, the decision on material selection, production techniques, and working energy cost & usage lifecycle were evaluated to highlight a handcrafted sustainable approach built around the relevance of crafts in contemporary life.

The design team interacted with indiHANDS craftsmen familiarising with tools, processes and analysing products. As a result, the time-honoured embroidery hoop, became the leitmotif and its interlocking mechanism became the generic detail in the project. The open browser-centric planning in a gallery set-up allows the patrons to engage first-hand with the products. Fabric-clad folding shutters enforce context-immersion at first sight, at the busy shopping arcade of a prominent IT park, followed by the merchandise. Three pods at the centre of the store, announce exclusive products. Human ergonomics are the determinants in any craft-based product; therefore, the store dwells on an intimate scale experience.

A structural screen comprising of metal rods formed the two walls and spread across the ceiling. The wall-screen has

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Harsh Manrao co-founder ‘Figments Experience Lab’ - design & research studio, which investigates the connection between design and human experience. Having engaged with mentors such as Christopher Benninger, B.V. Doshi and Richard Leplastrier, he heads research on projects and spearheads strategic design intent in the studio which he co –founded in 2011. With over fifteen years’ experience in design & architecture, Harsh has led multi-disciplinary & multi-cultural teams in India and Japan and developed & delivered the experience design module for programs at NID.

[email protected] www.figments.in

circles of two sizes, housing handmade paper display shelves responding to the size of the products. The rings in the ceiling house inverted diyas for peripheral lights, reflecting the floor planning, crafted out of handmade paper and a consistently maintained warm colour temperature.

A nature-derived palette, comprising of white, orange & teal gives a contemporary feel and highlights the products by rendering a subtle contrast and communication touch points are seamlessly integrated into the displays.

In line with the design strategy, natural materials were preferred in basic geometry, and for metal fabrication, wherever possible, industrial waste was utilised. Materials like hand-made paper, Jute fabric and cotton sheer have been meticulously crafted for display, lighting, partition, cladding and façade. The choice of material not only ensures a visceral connection but also serves structural functions.

Affiliated craftsmen undertook the bulk of the production, and the details were developed at full scale through rapid-product-prototyping. Moreover, the modularity of elements helped in both production and assembly.•

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4. Material selection, production techniques, working energy cost & usage lifecycle were evaluated with respect to sustainability

5. The store appears like a lantern from a distance

6. The experience comprises of engagement through its open design, education through communication touch points and escape into the world of handcrafted objects


Designed on the lines of an ethnic boutique store, Fashion Hub is an upcoming, trendy apparel store in the heart of Jodhpur city. Making way into the busy streets of Sadarpura, the store makes its striking appearance with its minimalistic interiors, transparent exteriors and nifty display of local materials. Spread over an area of 1650 sq. ft., the interior décor lays emphasis on maximising sustainability efforts, using recyclable materials like jute, bamboo, wooden logs, hanging light fixtures in their ethnic form. Creatively used old carts wheel as hanging display area, wooden logs as lighting fixtures, and rope patterns between display shelves infuse a sense of continuity and interconnection, thus transforming the space into an appealing blend of culture and trend.

Dramatic low height ceilings beautified with frames of different styles and

flamboyant colours together with the transparent exterior allow natural light to diffuse in the interiors, creating an overall enthralling effect. The store has been segregated according to its functionality, while the spacious ground floor is welcoming with display areas and counters; the basement is kept solely for the tailoring section. The mezzanine floor is an exclusive section for saris and unstitched material selection, enveloped

Ethnic women’s fashion store meets eclectic décor– Ravi Jain and Nupur Patwa (Ravi & Nupur

Architects, Jodhpur)Ravi Jain nupur Patwa

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1. Hanging bamboo light fixtures add to the sustainability quotient and ethnic warmth

2–3. Ornate ceiling details with different style frames and flamboyant colors together with the transparent exterior allowing diffusion of natural light and a play of artificial light


4–5. The spacious ground floor offers display areas and counters while the mezzanine floor is an exclusive section for saris and unstitched material selection, decorated by MDF Jaali patterns, ropes and mirrors

by MDF Jaali patterns, ropes & mirrors.

The store reflects a design philosophy, marked by prioritisation of individual needs in coordination with the immediate built, social and natural environment hence laying great emphasis on the understanding of intangible forces for generating tangible states, preserving heritage and values, while transforming of passivity to social

Ravi & Nupur Architects, based in Jodhpur, India, was established by principal architect Ravi Jain in 2009 and subsequently joined by Nupur Patwa in 2013. The firm provides professional consultancy services in the field of architectural design, interior design, landscape design, engineering & services design, project coordination and estimation & management. The firm’s diverse portfolio includes the design of individual residences, residential scheme, townships, offices, institutions, residential interior, commercial showrooms, restaurants, cafe’s and design solutions design solution for traditional heritage building refurbishment & restoration.

[email protected]

and cultural activity and recycling / reusing waste materials innovatively.

The soulful design creation, Fashion Hub, is a concoction of skill, creativity that helps promote innovation, a thorough design process that aids analyses and synthesis project’s issues and objectives, resulting in a quality retail experience that transcends styles and nurtures a timeless quality. •

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The soulful design creation is a concoction of skill, creativity that helps promote innovation

experience exciting & enticing retail environs · acre complex, delhi haat, janakpuri ... urban...

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